Study, Based On Business Intelligence The Panzhihua Postal Business Letter Business Marketing Innovation

The China Post Bank was founded on March 20^th ,2007. This event makes China Post separate the bank business and EMS business faster. In 2003, developing business mail become the main developing direct of China post. Under the guidance of national post office and Sichuan post office, Panzhihua post office developed the business mail as the emphases and core business. Recent years, every business of business mail had a steady growth on the volume and revenue in Panzhihua post office.The development of business mail is facing fierce competition and lots of challenges. The old simple marketing pattern which mainly relies on the social relationship and marketing personnel personal ability is not suitable for the development of business mail now. Recent years, the management analysis system based on business intelligence technology gradually becomes hot discussed topic. This research first compares the development of business mail marketing in China and some foreign countries; through field interview and questionnaire survey, the main business mail marketing problems in Panzhihua post office are discussed. The importance to develop business mail marketing based on business intelligence is proposed.Then, this paper used the thought of Business System Planning from IBM to analyze the business mail marketing system in Panzhihua post office. This paper analyzes how well the existing information system supports the enterprise process and data. According to the previous analysis result, primary suggestions of business intelligence system framework, the basic phases to apply this system are proposed. After that, this paper put forward the suggestions on the two key points in applying, which are how to solve personnel and data problem.Finally, this research proposes the analysis framework and analysis concept model of Panzhihua post business mail marketing, analyzes four key phases in the model, which are analysis and forecast of business mail total volume, how to developing new product, selecting the delivery public, analysis of the marketing activities effect. Combining related literatures and the reality of Panzhihua, this paper concludes four typical marketing patterns and twenty common marketing methods which can be applied in Panzhihua post office. In Panzhihua, even in China, this paper could play a very important role and be a guidance in strategy planning and present work detail of business mail.